Why are products missing from these IKEA ads?

IKEA ads
(Image credit: IKEA)

In Denmark, IKEA's popular catalogue has moved entirely online. And to make sure that customers get the message, the Swedish furniture group has rolled out a clever campaign that sees items cut out of its ads.

We've seen some genius print ads in our time, but nothing quite like these ones, created in partnership with IKEA and Danish agency Hjaltelin Stahl. In the campaign, products are cut out from the posters, leaving a see-through silhouette that is sure to pique the interest of passers by.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.